Audi takes on Lexus’s automatic parking systems with ads that say Audi drivers know how to park their own cars. - Jason Fried

Jean-Louis Gassée, who used to run Apple France, describes this situation as the choice between two tokens. When you deal with people who have trouble, you can either choose to take the token that says “It’s no big deal” or the token that says “It’s the end of the world.” Whichever token you pick, they’ll take the other.

It's better to have people be happy using someone else's product than disgruntled using yours.

Workaholics aren’t heroes. They don’t save the day, they just use it up. The real hero is already home because she figured out a faster way to get things done.